Spiros Malandrakis
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Spiros Malandrakis

Global Insight Manager: Alcoholic Drinks

Headquarters - London

English, Greek

Spiros sets the agenda, standards, focus and insight levels for Euromonitor's global alcoholic drinks research. He is also a key contributor and thought leader in development of the company's cannabis research analyses and system data.

Spiros has been providing prescient and pioneering insights on the evolution, branding and innovation within the global alcoholic drinks industry for the past two decades. Prior to working at Euromonitor, Spiros worked as a freelance analyst and journalist for a number of independent publications. He is also founder of the iconic London bar, Behind This Wall.

Related to Alcoholic Drinks

Article

What Product Survival Analysis Reveals About Health Claims in Soft Drinks

Not all health claims create value equally. By analysing the survival of thousands of US soft drink SKUs between 2023 and 2026, Euromonitor International's Product Survival Model reveals how the same claim can be associated with stronger product longevity in one category and weaker performance in another. Using immune health and sugar reduction as examples, this article highlights why category context matters and why popular claims do not automatically translate into survivability. It also shows how identifying claims with no measurable impact can be just as valuable, helping innovation teams make more informed formulation, communication and SKU optimisation decisions.

Author image
Head of Research: Product Development and Training

Events

In person Past event
15 March 2026 09:00 CET

ProWein 2026

Germany–Messe Düsseldorf GmbH Messeplatz, Stockumer Kirchstraße 61, 40474 Düsseldorf

ProWein is the international leading trade fair for wine and spirits, making it a global hotspot for inspiration, networking, and successful business deals.

Speaker: Spiros Malandrakis